What Makes People Do The Things They Do?

Why do people act a certain way? Why do they say things they don’t mean? Why do they buy the things they buy? Why do they call one business for service instead of someone else?

What makes people do the things they do?

It’s the question that MARKETERS have been asking for centuries.

There are some obvious ones…

Keep up with the “Jones’s. To impress others. It’s what everyone else is doing. To look like you have a big bank account. And then some.

But as far as really knowing… all I can talk about is myself and my habits. And for the sake of keeping this a marketing article, let’s talk about my own BUYING habits for a second.

They’ve changed over the years. I’m soon to be 45 years old.

When I was younger, I mostly cared about how much something cost because I didn’t have much to spend.

But now, I want good products that perform and last. I want good service even if I have to pay a bit more.

Here’s the thing though… how do I know for sure if a local company is going to treat me right? How would anyone know?

They wouldn’t… unless they knew you… and trusted you.

Which is exactly what a good radio campaign can do. Cause people to like and trust you before they even meet you.

For example…

If I need a plumber, but I haven’t ever found one that I’ve fallen in love with… then I’m going to shop around. If there’s no one that comes to my mind, then I’ll do a google search for “plumbers in Sioux Falls” or something. The results I get will either jog my memory and one will look familiar… or it’s going to be a complete eenie meenie miney moe type of decision on who I call.

If one looked familiar, it’s probably because I’ve seen a lot of their service vehicles around or I’ve been exposed to some of their advertising. But I still really don’t know much about them, and I’m still reluctant.

But what’s the best case scenario for a business owner to get my business?

It’s when I’ve been exposed to their radio campaign for a while… and I’ve gotten to know them through those ads. They’ve talked about things in the ads that make me trust them. They’ve entertained me. They’ve given me some helpful information. So, now, when I need a plumber… boom… I automatically think of that business. And do I google “plumbers in sioux falls”? Heck no. I google the business name. And I either go to their website, or I click the Call button from their Google Business listing. Done. No competitors even came into the picture.

And as a side bonus, do you know that google rewards businesses with better ranking when more people type your business name directly into google. It shows them that you’re a good, reputable, popular, trustworthy business. So, being searched for by name on google not only gets you a direct call or click, bypassing your competition, it also helps you rank higher on google.

What makes people do the things they do? Well… a lot of times it’s EMOTIONS. The emotion of wanting to do business with an easy-going, trustworthy, and friendly company is POWERFUL. So, that’s what you need to convey throughout your Radio campaign. That’s the secret.

But the problem is… most marketers, ad reps, and ad agencies don’t know HOW to create Ad campaigns that does what I’m talking about. Sure, some might be creative, but there’s no tie-in to the business. Some might be full of lots of fluffy “we’re the best” type of stuff, but nobody believes them.

WHAT CAUSES SOMEONE TO CHOOSE YOU AND BUY FROM YOU FOR THE FIRST TIME?

They feel like they know you, they already trust you a little bit, and they like what you stand for. And those things can be conveyed to people in a couple different ways – such as their friends told them about you, or your advertising told them about you through a series of ads over time.

Do you see now why your advertising can’t just be about “awareness”? Awareness isn’t enough. There needs to be something else. Some secret sauce. There needs to be some kind of message that causes people to feel like you’re going to treat them well and deliver what they’re paying for. And then some.

Did you know that 90+% of people still listen to local Radio? Yup.

Sure there are lots of other ways people are consuming entertainment. But that doesn’t mean they’ve abandoned radio. We just have more options. It doesn’t mean we’re not listening. Do young people use radio as much as adults over 25? No. But I don’t really recommend you use radio if you’re trying to target kids either.

Your advertising strategy and the words you use in your ads… are SO IMPORTANT. The MOST important. They either make you or break you. They can either make you hate advertising or almost like it. Like “Like-like” it. A few of my clients actually LOVE it. They know it’s the biggest driver of new customers for them.

Even if I wasn’t working for a radio group… or I was running a marketing company… I would still recommend using radio. As long as the strategy and the message is relevant and engaging… there’s not a more versatile way to convey a message to the masses that can stir people’s emotions and get them to like you before they’ve ever done business with you (and the repetition of your radio ads are a huge part of why it’s one of the best ways to get you stuck in people’s heads – in a good way).

Of course, Radio isn’t right for every business. I’ve turned down business before because I knew it wasn’t the right fit. Maybe their profit margins weren’t good enough to make it pay… or they were still fairly new and didn’t have the budget yet to run enough ads to give it a chance to start sticking into people’s heads. There are variables.

Yes, you have a lot of advertising choices. It can get confusing. I can help you navigate all of it. If you have questions about some other forms of advertising and marketing, I’ll give my advice. And if I don’t know the answer, I’ll find it for you… or we’ll talk through it with each other.

Sorry for being so long-winded today! Making advertising work can get complicated… unless you know the right person. ūüėČ

I hope you have a great rest of the month, quarter, and year!

The Amazing Cake Lady – SF Radio Advertising Archives

I’m not going to ramble… you just have to listen to these. These three radio spots were produced in 2010. The Cake Lady didn’t have a big budget… but they had “Gramma Nanna”.

She had passion. And we captured that. Enjoy…

The Cake Lady – Peanut Brittle

The Cake Lady – Christmas Candy

The Cake Lady – Pumpkin Tort

Radio Ads shouldn’t sound like Radio Ads.


Duane Christensen

Results Radio Townsquare Media

Sioux Falls, SD

Too Many Advertising Choices

I was talking with a long-term, very successful radio client the other day.  He was feeling overwhelmed with all the advertising choices today.  From TV, Radio, and Print… to all the digital platforms, and so many others.  Hundreds.  He said he gets at least 2 calls a day from an advertising salesperson!  Talk about make you want to pull your hair out!

Photos taken by Jason Davis of Starhaven Films.

He asked me when I was going to start my own marketing company, so he could let me handle it all.¬† I said it wasn’t happening this year… or is it?¬† : )

His marketing budget isn’t big enough to justify using an advertising agency.  But it IS big enough to where he’s trying to juggle multiple different ad mediums.  

But because I’ve had a blog for years… I’ve built websites… and I also create digital advertising campaigns… I can talk about all of this stuff with him comfortably.  Not just about Radio.  I put his mind at ease a bit when we agreed that Hibbu was probably a big fat waste of money for him (and a few other minor marketing investments he was flirting with).  And we discussed his TV ads, and how he needs to update the TV ad about 4 times a year in order for it to be more effective (his current ad has been running for over 12 months and has lost the “oomph” that it once had).  Ya gotta keep it fresh.   

We also discussed his radio budget.  He was concerned about fewer radio listeners.  I said radio listenership hasn’t gone down.  It’s been steady for decades.  And actually seems to be rising a bit.  I said, “I have faith in radio… or else I’d go work for some other advertising medium.”  I actually have the MOST faith in RADIO than anything else out there.  It’s where I know how to consistently reach a large number of people.  But not just “reach” them… reach them effectively with ads that don’t sound like ads.  Ads that get attention, persuade, and entertain.  Ads that cause people to feel really good about a local business.  And when they trust a business and like what that business stands for… guess what?  There’s a pretty BIG chance they’ll eventually become a customer of that business.

That’s what good radio does. 

There are so many “professionals” around every corner and dark alley… telling you different things.¬† All they do is add to the confusion.¬†

The person that you should really find… is the one who has your best interest at heart.  The one where “the sale” doesn’t matter – your RESULTS do.  Your happiness does. 

We shook hands and I went back to my office and wrote 2 good radio scripts to get produced.  These are ads that will strengthen this client’s ad strategy and strengthen the bond between his good, local business and our listeners.  

After all, good radio advertising is just making new friends with people before they even meet you.

So, when you feel like advertising is an emotional roller coaster… Happy, Frustrated, Angry, Confused, and then back through those emotions and many more… over and over… please, contact me, and let’s discuss your local marketing.  If you’re tired of TOO MANY CHOICES… and don’t know where to turn, you’re not alone.  Let’s talk.

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, South Dakota

Some New Radio Commercials / Spots

 

I just wanted to share that I uploaded 9 new radio ads on my “sample” page.

Click Here… ¬† Sample Radio Ads / Commercials / Spots

On 3 of them, I recorded 3 guys (business partners) separately on different days (because they’re busy dudes) from the scripts I wrote, edited the audio, and put them together. A little tricky to do dialogue sometimes without it sounding too lame. Adding humor helps. They’ll definitely stand out. Another new one is a biz owner… and a testimonial. Some are from recording biz owner off the cuff, then editing down. Another is the use of the biz owner and sound effects.

My “warm and fuzzies” come from creating great ads that help good, local business owners help more people.

sample radio commercials ads spots

You Are Not Special – Or Are You?

You’re thinking, “Damn right we’re special. ¬†People love us!”

That’s awesome if you have customers who love you. You should work really hard to keep it that way! ¬†But what about Non-Customers? Do they love you? ¬†Nope. ¬†They couldn’t care less. ¬†Especially, if they barely know you exist. Especially, if they know nothing about you. Especially, if they are content doing business with your competition right now.

So, what’s the main goal in your advertising investment?

It’s to get RESULTS, right? ¬†Sure. ¬†But HOW do you get results?

Throw a bunch of money at different advertising packages and “deals”… and see what sticks! ¬†Wha? ¬†Nooooooo! ¬†Don’t do that. ¬†I want to help you get a phenomenal return on¬†your advertising. ¬†And that does NOT come by shooting from the hip…

Yosemite-Sam-Quotes-300x281

Looney Toons legend: Yosemite Sam

BOOM!  Die, Varmint!

You’ll be disappointed. And you’ll waste a lot of money.

Back to the question of the hour. HOW do you get advertising results?!!!!!

The answer is in the title.

You must prove to the public that you’re special. PROVE to them… that you’re SPECIAL. Easier said than done though, right?

You can’t just throw up all over people, saying that you’re special and that you’re the best, and you’re “quality”, and a bunch of other horseshit that YOU know is true… but that nobody else believes. They may believe you some day. But first you have to PROVE it to them that you’re special.

Proof.

It’s in the pudding.

Meaning, you need to help your customers “taste” what you have to offer that’s better than what they’re chewing on now. What’s so great about your competition? What’s the big deal that they’re talking about? Probably nothing. They’re most likely just holding up a sign and yelling about who, what, and where they are. That gives YOU an opportunity to POUNCE!

This is where the “strategy” part of your advertising plan comes in. (Want help with strategy? It’s my specialty.)

Take that SPECIAL thing about you in which your competition can’t claim or not talking about. Then, you shine a light on that special thing, so that when the public thinks about your product or service, they INSIST on getting that special thing that you offer. And when they think of it, you want them to think of YOU.

Good advertising is not something as simple as “branding”. Good advertising is making friends with your prospective customers. FRIENDS are much more likely to do business with you that someone who doesn’t know you. So, start your advertising with the idea that you’re trying to make a new friend. Think about that. It’s not branding. It’s more like bonding. It’s being helpful, vulnerable, sincere, and human. That’s what it is.

Take that “special thing” about your awesome local business and weave it throughout a story that you tell the public. The special thing about you is the LOGIC side of your advertising. And the “friendly” part of your advertising is all of the rest. It’s the STORY. It’s the humble and caring part of you. It’s the reason why you love what you do. It’s the passion. ¬†OR… is all of that a great big PART of what makes you SPECIAL? ¬†Hmmmm. ¬†I’d say that you may be on to something! ¬†: )

Need help writing that advertisement? That’s what I love to do. I love to sift through the good, bad, and what your future customer truly cares about (because it’s about them, right?) ¬†And then, we come up with a strategy and radio advertising plan that has immense potential. ¬†A plan that will put you at the forefront of¬†people’s minds. Not because you’re spending the most, but because you’re saying the right things in your ads. You’re proving to people how you will be their superstar.

Then, pretty soon… you have a bunch of new FRIENDS, who think you are SPECIAL, and are ready to be YOUR CUSTOMER. ¬†

And dang, that’s really cool when it all comes together. I have a healthy handful of clients in and around Sioux Falls who would love to tell you about their experience with me and Results Radio. I’d be happy to get you their contact info.

Let me know if you’d like to have a conversation about this sort of stuff.

Have a groovy day!

_MG_8555 252kb

 

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, South Dakota

605-940-7984

duane.christensen@results-radio.com

 

 

Emotionally Engaging Advertising

How emotionally engaging was the last digital ad you saw?

Everything Apple, iMac, iPhone, iPad, Macbook And Apple Watch

Photo by Stokpic

Not very, right?

I’m not saying digital ads have no benefit… I’m just saying they don’t have much on their own.

A good radio campaign will engage your prospect emotionally.

First, let’s understand why emotion in advertising is king. ¬†If we didn’t buy emotionally… every person would drive the ugliest, cheapest car that effectively got them from Point A to Point B. ¬†We would all wear the same generic shirts, pants, and shoes. ¬†We would never get excited about a new 60-inch TV, we would just say, “That’s overkill. ¬†It’s unnecessary.”

But you know that’s not who we are. ¬†Emotion is involved in almost every decision we make.

Back to emotion in advertising…

Doesn’t it make sense that we create ads that are emotionally engaging, then? ¬†Of course it does. ¬†Yes, a picture can create emotion… but what happens when a voice tells us a story and engages us in something that we can relate to? ¬†What happens when you put the proper music to match the mood we’re trying to set? ¬†Theater. ¬†And that’s what good radio is… a theater of the mind.

Logic in ads can only go so far. ¬†Emotion is what will take it farther than you thought was possible. ¬†But what if you’re a pencil pushing, logical, type of business owner? ¬†About half of you are. ¬†Well, that just makes my job a little tougher is all. ¬†I have to convince you that people are emotional beings and that you’re going to get more bang for your buck if you choose advertising options that can deliver an emotional and engaging message.

How easy is it to dismiss a digital ad? ¬†Pretty easy. ¬†That’s why you have to put even more work into digital ad “creative”. ¬†And your digital ad should just be another memory anchor of your “sound” advertising. ¬†You know… the emotional kind. ¬†It should all work together.

Not satisfied with your digital advertising immediate results? ¬†Stop trying to make people buy now. ¬†Be yourself, be sincere, be emotional… and people will begin to remember you and eventually love you and do business with you. ¬†You can’t force success. ¬†It’s earned. ¬†It’s for sure not a magical “digital” formula.

Whenever you’re asked to buy any kind of online or offline advertising, just ask yourself: ¬†Is it emotionally engaging?

Duane Christensen

Results Radio Townsquare Media –¬†Sioux Falls, SD

P.S. ¬†I actually sell and create digital ads and campaigns (not just radio). ¬†But I’ve never sold them by themselves without an emotionally engaging radio advertising strategy¬†to be the primary driver of the complete marketing campaign.

Are Your Radio Ads “Skippable”?

When someone hears your radio ad… what do you think they do? Are they interested, entertained, or intrigued? Or are they annoyed, bored, or oblivious? There’s a great novelist and screenwriter, named Elmore Leonard, who has a quote that sums up how your radio ads need to be written. He said, “I try to leave out the parts that people skip.‚ÄĚ

Radio Advertising for Sioux Falls

In 1972, Elmore read The Friends of Eddie Coyle by the late George V. Higgins. It inspired him to “loosen up” and not be as rigid, to get into scenes quicker; Fifty-Two Pickup, (1974) Swag, (1976) and Unknown Man No. 89 (1977) remain the essential trilogy of the Elmore Leonard sound, the setting no longer the old west, but urban Detroit.
It’s never a bad idea to “loosen up” with your radio ads.

Dude. That’s all you have to do.

The WORDS are THE MOST IMPORTANT PART OF YOUR ADVERTISING EFFORTS.

But unfortunately, most advertising you see or hear includes many “skippable” words within them. Don’t let it be yours.

How do you keep an ad from being skipped over? You have to put in the work up front. You have to do the research. You need to sit and think (yes, thinking is a lost art form – but if you get good at it, you can write your own paycheck). You have to get into the head of the people who want or need your product or service. What’s going through their mind? What do they care about? (Hint: It’s usually not how long you’ve been in business)

  • People want solutions to their problems
  • They want to buy from someone they can trust
  • They like to be entertained

And please, SKIP THE BORING AND IRRELEVANT STUFF.

So, remember those things when you’re putting your next radio ad together. If you think that radio ads are just the name of the business, a laundry list of what that business does, and the phone number 5 times, you’re going to be really upset with the lack of results you get.

“I try to leave out the parts that people skip.‚ÄĚ ¬† -Elmore Leonard

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, SD

605-940-7984

duane.christensen@results-radio.com

The Power of Sound

The Power of Sound

Radio advertising.¬† It’s affordable… it’s versatile… and over 90% listen to broadcast radio every week.¬† And overall… Americans, still spend more time with our radios than we do on Facebook.¬† And radio doesn’t melt your brain like Facebook does.¬† “Melt your brain” is my technical term for “makes you dumber, lonely, depressed, and narcissistic”¬†(and it’s just my opinion – but look at the research).

Radio advertising has the potential to outperform most marketing mediums today.  Part of that reason is because of the power of sound.

Sound vs. Visual. ¬†Which is better? ¬†Which should you choose? You’ve heard that, right? ¬†Or thought it? “I have a visual product. ¬†Therefore it makes absolutely perfect and logical sense to use a visual advertising medium.”

Geez, it would sure be nice if advertising worked that way. ¬†Simple. ¬†Straightforward. ¬†A step-by-step formula for advertising success.¬† Sorry.¬† Doesn’t exist.

Have you ever read a great article?¬† You didn’t read the whole thing top to bottom because of a picture.¬† A picture may have gotten your attention.¬† But the words are what kept you engaged.¬† The words that were being spoken by you silently in your head.

Has a song ever changed your mood or brought an old memory flooding back?  All the time!  Sound is powerful.

Has anyone’s words ever hurt you?¬† Sadly, yes.¬† And I’ve hurt plenty with my words.¬† Words I wish I could have back.

Something to think about.

My clients are getting great results because of the words we’re using in the ads… the stories we tell… and the people used to deliver that message.¬† It’s not about a picture. It’s about creating pictures in people’s minds… with words.¬† Spoken words.

Duane Christensen

Your Local Marketing Helper

Sales – Marketing – Copy Writing

Radio Advertising Ridiculousness

Roy Williams recently wrote a Monday Morning Memo that said…

“To¬†accomplish the miraculous

you must attempt the ridiculous.

Before you attempt the ridiculous

radio ads

This image is only to remind you forgetful people that Valentine’s is in a few days. You at least should get a card. Better yet, write one yourself.
Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net

you must announce it to the world.

If you don’t have the courage to announce it,
you must at least whisper it in the dark.
Because it must be spoken.
You’ve got to hear yourself say it.
And then you’ve got to take action.

Are you sufficiently ridiculous to do this?”

This was taken directly from his memo. ¬†Click here to read the whole thing. ¬†I forwarded that memo on to a few people whom I know are just a little bit crazy and just a little bit genius. ¬†And I told them that I admired them for that… and I that hope to be those things some day.

There is no way in hell that I will ever make a real difference to anyone if I decide to “play it safe” every time and not be a little bit crazy. ¬†Whether I’m writing a blog or writing a radio ad, I better not ever sell out. ¬†I better not ever be someone who I’m not. ¬†I’ve made it this far and have become somewhat successful because I tend to move to the beat of a different drum. ¬†And that’s OK, right? ¬†If it’s not. ¬†I’ll move along.

Did you hear what Sam Smith said at the Grammys last night?  He said,

“Before I made this record I was doing everything to try and get my music heard. I tried to lose weight and I was making awful music. It was only until I started to be myself that the music started to flow and people started to listen.”

Did you catch that?  Only when he started to be himself

And it’s a good thing that the Brits only care about “the voice”… unlike America where all the singers have to be pretty. ¬†No, Sam Smith is not a super model. ¬†He’s a great singer. ¬†He’s a human being. ¬†And he figured out that all he had to do was be himself.

Why is this post called¬†Radio Advertising Ridiculousness? ¬†Well, it started out about Roy Williams’ Monday Morning Memo called Are You Sufficiently Ridiculous. ¬†But it turned into a bit of ridiculousness from me. ¬†I guess if I’m not being different (in a pretty big way) from the other 200 advertising “executives” or salespeople in my town, I’m not going to be happy. ¬†I’m not going to be as successful as I want to be.

I think I hold back.

I think I care what people think too much.

On the other hand, I’m not a complete “follower”. ¬†And I think that scares people in power. ¬†I think that makes them nervous. ¬†And for what? ¬†Life is too frickin’ short ain’t it?

So, when you want advertising that is going to be different enough from the other 5000 advertising messages being HURLED¬†at people EVERY SINGLE DAY… to actually make an impact… then I’d like to sit down and chat with you.¬†

Would you like to forge ahead of your competition? ¬†Would you like to be the pioneer who isn’t afraid to get the attention needed to grow your business? ¬†Hey… me too.

Radio advertising doesn’t have to be ridiculous… you just need your radio ad writer to be!

Duane Christensen

SIOUX FALLS RADIO ADVERTISING blog

(Head pencil sharpener at Results Radio Townsquare Media)

Radio Advertising’s Superpower: What Can It Do For You?

radio advertising

Image courtesy of “vectorolie” / FreeDigitalPhotos.net

Radio advertising’s superpower is long-term branding for a business. When a local Sioux Falls business wants to build a brand, be remembered, and reach a lot of people, there is nothing better than a good, consistent radio advertising campaign. Warning: You can’t release just any kind of radio ads out into the world…it has to be well-thought-out and strategic (which is our specialty). So, what can a consistent radio advertising plan do for you? Let’s get right to it. You like lists, right?

1) Awareness of your business. You become a choice to those who didn’t know about you.

2) Change perceptions about your business, service, or product…where perceptions need to be changed. Which will allow you to attract more customers and increase your sales. Duh, right?

3) Cause people to remember certain words or phrases when they need what you sell. And we anchor those words or phrases to your business name…so they contact YOU instead of a competitor.

4) Cause people to “FEEL” and “SEE” what it would be like if they were your customer. Get them to like you before they have ever bought from you.

5) Brand your business. When people think about, hear, or see your name, they KNOW WHAT YOU STAND FOR (or against)…and they feel good about that. Which immensely increases the chance YOU will be the business they choose to BUY from.

With all of the above 5 things cranking, you then get…

6) Consistent business growth. By consistently saying the right things to a whole bunch of people, you’ll keep attracting new faces. So, if you treat people right, and keep most of your current customers…your sales will continue to grow. You won’t have to wonder “how are we going to make some extra sales this month?” You won’t have to discount your services or slash prices of your products to get new business. You’ll be attracting the profitable people – not the wishy-washy ones who have to get everything on sale.

This stuff works. I have clients who’d love to tell you about it.

Let me know if you’d like to talk with me about marketing your business in the Sioux Falls area.

Radio advertising has received a bad rap by a lot of business owners. But only because they didn’t do it right. They didn’t understand radio’s superpower. And the advertising people they talked to in the past…didn’t understand how to unleash radio advertising’s superpower.

Duane Christensen

Results Radio Townsquare Media

Sioux Falls  SD

605-940-7984

duanechristensen.townsquareinteractive.com